Storytelling may be falling out of favour and TV advertising hasn’t topped the popularity charts for a decade, but banks keep demonstrating why both of these should remain in consideration.
A heartwarming story goes a long way to making institutions like banks – and insurance companies – human. Caring is an important asset for a retail bank.
J. Walter Thompson London’s story, Super Rare, for HSBC was written to show how little things can make a big difference – both the little things people care about (which underlines how the bank recognises its customers’ needs) and the small but powerful features HSBC offers, like Fast Balance and Touch ID.
The Sweet Shop helped to give the ad its power.
It’s the story of a football obsessed young girl who is desperately trying to find the last sticker in her football sticker collection – the one for her football hero, Zumo.
The OOH, DOOH and Print uses the highly distinctive and extremely popular #combophotos by Stephen Mcmennamy to deliver the Big Little Things strategy in modern interesting way.
The 60-second version broke on Sunday August 21 with the 30-second following.
Russell Ramsey, executive creative director, J. Walter Thompson London, commented, “Little things really can make all the difference sometimes – especially if it’s important to someone who’s important to you. This work really emphasises how big an effect doing something little can have.”
Agency: J. Walter Thompson
Executive creative director: Russell Ramsey
Creative directors: Chas Bayfield & Dave Jenner
Agency producer: Charlotte Jude
Assistant producer: Alice Gordon-Clark
Account management: David Clyde, Patrick Netherton, Sophie Christiansen & Eloise Liddell
Production company: The Sweet Shop
Director: Louis Sutherland
DoP: Florian Hoffmeister
Producer: Ray Leakey
Editing: The Quarry
Editor: Jonnie Scarlett
Post production: MPC
Post Producer: Thomas Cole
Audio engineer: Ben G